Wednesday 7 December 2016

Conference New Dimensions of Social Marketing








6 December 2016, at ISCTE-IUL, Lisbon, Portugal, we have made the conference New Dimensions of Social Marketing with Stephan Dahl. One hundred and twenty participants, including Professor Luís Reto, ISCTE-IUL Dean,  have listen the Stephan’s talk about a healthy habits campaigns for oil company’s workers, using apps, the gamification concept and a 7S of Social Media persuasion approach, based on:
-                     Simplify
-                     Sign-post
-                     Self –relevant
-                     Self-supervise
-                     Support
-                     Suggest
-                     Socialise
And I have presented my book. It was quite a good session. Thank you all.

Thursday 1 December 2016

Tuesday 29 November 2016

On the ISCTE-IUL website


O ISCTE-IUL promove a Conferência Novas Dimensões do Marketing Social, dia 6 de dezembro, às 18h30, no Auditório J.J. Laginha.

Introdução:
Luís Reto, Reitor do ISCTE-IUL

Intervenções de:
Stephan Dahl, Social Marketing and Social Media
Carlos Oliveira Santos, Uma Política Nacional de Social Marketing
Apresentação do Livro: "Social Marketing in a Country. The British Experience."

Stephan Dahl
É uma referência internacional do marketing social. Professor da University of Hull e da James Cook University. A sua obra inclui Social Marketing (Pearson, 2013, co-autor), Diversity Marketing (Thomson, 2002), Marketing Communications (Routledge, 2014, co-autor), Social Media Marketing (Sage, 2014), e Marketing Ethics & Society (Sage, 2015, coautor).

Carlos Oliveira Santos
É Professor Auxiliar do Departamento de Artes, Humanidades e Ciências Sociais da Faculdade de Arquitectura da Universidade de Lisboa e professor convidado do IPPS (ISCTE-IUL). Doutorado em Ciência Política (Políticas Públicas) pela Universidade Nova de Lisboa. Em 1992, iniciou, em Portugal, o estudo e o ensino do marketing social e criou o website Marketing Social Portugal (www.marketing socialportugal. net). É coordenador e co-autor de Melhorar a Vida, Um Guia de Marketing Social (Fundação Cebi, 2004), o primeiro livro dessa área em língua portuguesa, e publicou recentemente Social Marketing in a Country, The British Experience (CreateSpace, 2016).

http://www.iscte-iul.pt/home/noticias.aspx?NewsID=a0bca60c-c1f6-46b5-83cb-4fbed3d328a7


Wednesday 23 November 2016

Lisbon Conference about new dimensions of social marketing

December 6, at ISCTE-IUL, Avenue Forças Armadas, Lisbon, Portugal, it will be the conference «New Dimensions of Social Marketing», with Stephan Dahl and Carlos Oliveira Santos.

Stephan Dahl is an authority in social marketing and diversity marketing. He is senior lecturer at the University of Hull and adjunct associate professor at James Cook University. He is author of Social Media Marketing (Sage, 2014) and Diversity Marketing (Thomson, 2002), and co-author of Social Marketing (Pearson, 2013), Marketing Communications (Routledge, 2014), and Marketing Ethics & Society (Sage, 2015). Stephan will talk about «What's App: social marketing in the social media sphere».
Carlos Oliveira Santos is assistant professor at University of Lisbon, and invited professor at IPPS (ISCTE-IUL). PhD in Political Science (Public Policy) by New University of Lisbon. Since 1992, he has pioneered the study and teaching of social marketing in Portugal and has created the website Marketing Social Portugal (www.marketingsocialportugal.net). His publications include Melhorar a Vida, Um Guia de Marketing Social (Fundação Cebi, 2004), the first social marketing textbook in Portuguese, and the recent Social Marketing in a Country, The British Experience (CreateSpace, 2016). Carlos will talk about this book.


http://www.iscte-iul.pt/home/noticias.aspx?NewsID=a0bca60c-c1f6-46b5-83cb-4fbed3d328a7


Monday 24 October 2016

The ESMA review



In their October Newsletter 2016, my dear fellows from European Social Marketing Association made a very good comment about my book. Thank you. As Mark Twain have said: «Good friends, good books, and a sleepy conscience: this is the ideal life.» They say:


«“Social Marketing in a Country. The British Experience” by Carlos Oliveira Santos, PhD, is a comprehensive account of the British national social marketing strategy. The book uses a cognitive approach, to examine the genesis, evolution, and implementation of that policy process that led to an important development in British public health policy. In mapping this experience the book provides a useful resource for those seeking to contribute to the conception and development of similar policy solutions in other situations and countries.
Carlos Oliveira Santos is an assistant professor at the University of Lisbon (Portugal), PhD in Political Science (Public Policy) by New University of Lisbon. Since 1992, he has pioneered the study and teaching of social marketing in Portugal and has created the Marketing Social Portugal website. Previous publications have included Melhorar a Vida, Um Guia de Marketing Social (Improving Life, A Social Marketing Guide, 2004), the first social marketing textbook in Portuguese. Outside this field, he has published several books with studies about some of the biggest Portuguese enterprises as Amorim Group, Galp Energia, Mota-Engil and Pestana Hotels & Resorts Group, among others.»

Saturday 8 October 2016

Stephan Dahl in Lisbon


Stephan Dahl chooses Lisbon for his sabbatical year. One of the world authorities on social marketing, Stephan is Senior Lecturer in Marketing at Hull University Business School in England, and Adjunct Associate Professor at James Cook University in Australia. Before joining Hull, he has worked in media, media management, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain.


He is the author of a Social Media Marketing: Theories and Applications (Sage, December 2014) and co-author of books on Social Marketing (Pearson, 2013) and Marketing Communication (Routledge, 2014) and has leaded the development of an edited Marketing Ethics (Sage, 2015) book.

Monday 3 October 2016

Social marketing and development


Our dear friend Professor Jeff French put me the question that social marketing as an inevitable consequence of social development can be one of my book’s conclusions. I told him that it was very important for me the Popper's position (see The Poverty of Historicism) about the science's power of bringing about a more reasonable world, which generates his concept of piecemeal social engineering, trying to conciliate social interventionism with freedom. In this Popperian sense, social marketing generates an open and permanent search for the improvement of societies and is also a natural result of their needs for improvement.
As social marketers we are sons of a great political mix that I try to characterize with the four political grounds [(1)Anglo-Saxon political philosophy; (2) piecemeal social engineering; (3) American pragmatism; and (4) freedom and democracy), including the important John Stuart Mill's constant search for the wellbeing of society and the idea of government as the promotion of the virtue and intelligence of the people themselves. In this sense, my clear intention was to found social marketing concepts not only in a mere technique of marketing but in a more profound idea of how to conduct and develop our lives together.

Tuesday 27 September 2016

The Espoo presentation


I have presented my book at the European Social Marketing Conference in Espoo, near Helsinki, at the Aalvar Alto University. This was my first sensation: to be in those Alto buildings. I could understand the appreciation that our great architect Álvaro Siza has for Alto. We feel all his modern beauty and intelligence in the smallest touches: the stairs, the handrails, the doors, the windows... And the open spaces, the movements inside the buildings...
I took with me some copies of my book (proof copies I did in Lisbon, because those from Amazon were not ready yet) and the first one was for Jeff French, of course. It was a great pleasure to see again this old friend that helps me so much in my British research.
My presentation was not done in very good conditions. The room was small and it was the last one in the afternoon sessions, without time for questions and conversation. And the projection doesn’t work with pdfs. When I was prepared to show the framework of the British national policy on social marketing, it didn’t work. But I hope that people understood my point and how passionate I am talking about these things. Two fellows from New Zealand, in the front row, told me at the end that they wish I had been his teacher. Also at the end, Jeff French, who chaired the session, apologized for the lack of more time and declared his support for my book.
I appreciated the presence in my presentation of two Portuguese fellows, Sara Balonas and Ana Sofia Dias. Sara is an experienced woman that mixes teaching (at the Minho University) with her own company’s work, which is really good for me. She seems a very good person. I have seen her again, walking in Helsinky, just in front of the Cathedral, when I was coming from the new Allas Oy sauna and hot pools. My experience with the presence of Portuguese in international social marketing conferences is not very good. They were always very unpleasant to me, showing a certain bad mood (I don’t know why: envy? fear? dislike?). The worst case was with a certain woman from Oporto, a Gerard Hastings’ pupil. Someone I really don’t like. Arrogant, rude, ugly. But let her go. You know: with this one, it is my seventh international social marketing conference, so I am prepared for everything.
This Espoo conference was a good collection of presentations and some stimulating questions. Just mention some that I listen: Adrian Bauman presented his very interesting concept of social counter marketing; Ellen O’Donoghue presented Change4Life (a true and profound British intervention) results; Anurudra Bhanot bring us marvellous products for behaviour change in India; Marsha Smith shows us the beautiful Super Kitchen project; Jeff French stressed the role social marketing can play in social policy and strategic development… I think my book is a contribution in this last topic.
During the conference, I begin to receive some feedback and comments about my book that I’ll cover in the next text.

Sunday 25 September 2016

The Dublin presentation


During its final printing touches, I have presented my book (Social Marketing in a Country, The British Experience, Charleston SC, CreateSpace, 2016), for the first time, in Dublin, at the Trinity College (in the footsteps of Edmund Burke and James Joyce…), during the 41st Macromarketing Conference where I was accepted for the Marketing History track, chaired by Stanley Shapiro, the Professor Emeritus of Marketing. Truth is that the Social Marketing track, chaired by Gerard Hastings and Christine Domegan, didn’t received me. I couldn’t believe! When I met Domegan I protested and she told me that it was not her fault and that the reviewers where “very radical”. When I listened, in that track, Mike Saren comparing social marketing with nazi propaganda, I understood her “radical” mention. Well, radical for me is to be profound, accept complexity and produce stimulating and open analysis. Not that kind of intelectual blindness (and ignorance). After all, I was happy to be with persons like Stanley Shapiro that was unexcelled to receive me (I took good notice of his comment about my “out of box” presentation). After all, the presentation did well and several fellows mentioned my list of cognitive approachs and agree that my reference frame one fits with the British case and produce an interesting analysis. That was enough for me. Kim McKeage, the other co-chair, was very very nice to me with her comments after the presentation and when I met her in the campus. I was going to visit my freemason brothers at the17 Molesworth Street’ Hall and I took a freemason pin in my coat. Kim ask me if I was a freemason and told me about her many freemason friends, praising our freedom and tolerant spirit.

In Dublin, I have stayed in the Morgan’s hotel, just in Temple Bar, surrounded by music and drinks, and the best thing I did was to go, in a great sunny day, to the Martello Tower, in Sandycove, where Ulysses begins. Quite an experience, climb the stairs and feel the spirit of Joyce, closed in those walls with his silly fellows, thinking how silly and great our humankind can be, just like that academic cosmos of the 41st Macromarketing Conference.

Monday 19 September 2016

Sold by Amazon

Social Marketing in a Country, The British Experience by Carlos Oliveira Santos
Already available from Amazon.
https://www.amazon.co.uk/Social-Marketing-Country-British-Experience/dp/1534822550/ref=sr_1_1?s=books&ie=UTF8&qid=1474320691&sr=1-1

Saturday 17 September 2016

Keble College’s dining hall at University of Oxford

Thinking about Harry Potter is almost inevitable. I know Christ Church College’s dining hall was the location that inspired the movie’s shootings but in this one, the Keble College’s, also in Oxford, we could equally expect the delivering of a howler.
In 2007, it was here that I met Jeff French for the first time. I had explained my research project to him and asked for his support and authorization for accessing the National Social Marketing Centre (NSMC), of which he was the director. This was a way in towards the main purpose of my research – to follow, as a crucial case study, the British national social marketing strategy, initiated in 2004, understanding how it emerged, developed and was implemented, in order to use their lessons to support similar social marketing processes in other countries.
(a photo by David Iliff)

Friday 16 September 2016

Social Marketing in a Country foreword

Thinking about Harry Potter is almost inevitable. I know Christ Church College’s dining hall was the location that inspired the movie’s shootings but in this one, the Keble College’s, also in Oxford, we could equally expect the delivering of a howler (an object created by J.K. Rowling in Harry Potter and the Chamber of Secrets (1998): a magic letter that speaks its message in the writer’s voice and bursts into flames ending up in ashes).
In 2007, it was here that I met Jeff French for the first time. I had explained my research project to him and asked for his support and authorization for accessing the National Social Marketing Centre (NSMC), of which he was the director. This was a way in towards the main purpose of my research – to follow, as a crucial case study, the British national social marketing strategy, initiated in 2004, understanding how it emerged, developed and was implemented, in order to use their lessons to support similar social marketing processes in other countries.
As you have already understood, this academic book about social marketing, marketing, marketing thought, public policy and policy processes, is for those who believe in the betterment of life in their societies, the life of their fellow citizens submitted to all the problems that we had inherited, that we had created or in which we are involved.
In 1992, I started teaching social marketing at the Higher Institute of Business Communication (ISCEM), in Lisbon, Portugal, a young and small institution that benefitted from the advantages of private initiative in higher education, gathering a set of experienced professionals, innovative and more open to the introduction of modern teaching than traditional Portuguese university institutions. I think that one was the first teaching experience of social marketing in Portugal.
Before 1992, thanks to my brief training in economics at the Higher Institute of Economic and Financial Sciences (now the School of Economics and Management of the University of Lisbon, ISEG) in the early 1970s (although interrupted by my arrest in 1971 and 1973 by the dictatorship’s political police), I had been working since 1983 in the area of marketing and communication in certificated companies such as BBDO or BJKE (currently Bozell) in Portugal. This one was owned by the SONAE industrial and commercial group, the greatest Portuguese one. In 1992, I participated in a political marketing consultants’ group that supported one of that year’s national legislative election campaigns.
An ISCEM innovation, a ground-breaking for the time in Portugal, was the setting up of a public communication chair, which I was invited to teach, having immediately integrated the social marketing dimension refreshed by the recent publication of Kotler & Roberto’s book, Social Marketing Strategies for Changing Public Behavior (1989). From then on, I dedicated myself to this area. In 1994, in a marketing management course at the same school, I was already teaching an autonomous social marketing class.
Unknown to me before the previously book by Kotler & Roberto, I admit that my interest in this area was motivated by a similar one by Heede (1985):
«[these early critical scholars] took their degrees in marketing, perhaps by happenstance, because they, as outsiders, wanted to study how the modern society was functioning so that they could change it in accordance with the values they were exposed to in their youth. As they ended up as young professors in marketing departments where they discovered that the marketing system was corrupting them. Therefore they want to change the system from inside by creating a new marketing system suitable for the society they want.» (p. 148)
When the first Portuguese post-graduation course in political and social marketing was introduced in the Higher Institute of Labour and Enterprise Sciences (currently ISCTE-University Institute of Lisbon) in 2002, I had the pleasure of both co-directing and teaching it. In that same year, in the article «The efficiency of public communication: For an integrated perspective of communication, social marketing and public policy» (Santos, 2002), I stood up for an enlarged perspective of social marketing, mainly inspired by Wallack (1989). Bearing in mind that Hastings & Donovan’s article («International initiatives: introduction and overview»), where this approach was suggested, is also from 2002, and that Alan Andreasen’s book (Social Marketing in the 21st Century), where this enlarged perspective has been developed and diffused, is from 2006, one has to recognize a modest but pioneering position in my article.
In any case, there was the conceptual basis on which social marketing is still seen today in this book: an approach and a methodology that, aiming for the betterment of people’s social behaviour, articulate specific interventions with a wider policy context that honestly and effectively aim for citizens’ improved wellbeing.
Seeking to enlarge knowledge beyond the academy, it was with great pleasure I developed a social marketing guide (Santos et al., 2004) for the CEBI Foundation – a foundation for community development – and for the EQUAL project (the European Union’s initiative for tackling discrimination and disadvantage in the labour market) with the cooperation of young researchers and social activists from that institution. Published in 2004 and republished in 2012, I suppose this guide, the first of its kind in our language, is still a useful instrument for Portuguese-speaking users. It is available online for free download at the Marketing Social Portugal Website (www.marketingsocialportugal.net), which I have created and still coordinate for the free diffusion of social marketing related documents and links. During all these years, I have seen with joy the rise of some Portuguese researchers involved in social marketing and the development of this area all over the world, as important recommendations from institutions like the World Health Organization (WHO), the Centers for Disease Control and Prevention (CDC) or the European Centre for Disease Prevention and Control, have stressed. Imagine my happiness when, in 2012, the first-ever European Social Marketing Conference was held in Lisbon!
This means the present book goes hand in hand with a long and devoted life experience about these subjects, the profound dream of having in my country a fairer and more fraternal and prosperous society centred on the effective betterment of people’s lives and seeking an open knowledge of new approaches and methodologies which contribute to that.
Thus the starting point for these pages is the need to understand how in other countries, social marketing national interventions inserted in their public policy have developed. This book reveals the methodological reasons why the British case was chosen and what led to the formulation of a cognitive hypothesis to explain its origin and development. Moreover, it is with a pleasant internationalist feeling that I have done a study as a Portuguese based in England and used a French-origin methodology – the public policy frame of reference (référentiel) according to the so-called Grenoble school.
The truth is that after that talk at the Keble College dining hall in 2007, many doors opened for me in British institutions and I was able to participate in numerous meetings, real interventions, have access to documents and perform several interviews. It has been both a lesson and an enormous pleasure to share the kindness, transparency and openness owned by the best of the British spirit. That was the place where this book was born.
Part I states the methodological fundaments of the study, situates the field from which it was generated, puts the main issue to be addressed and advances a hypothesis to explore and an explanatory theory that aims to sustain it, which will be tested according to the case study research method (Yin, 1984), based on the British one considered as crucial.
Part II sets out the political grounds for social marketing and formulates a political conception of this discipline on the basis of freedom and democracy, and a government accountable to citizens, practicing a “piecemeal social engineering”, in Karl Popper’s own words, and adopting the concepts and criteria of pragmatism.
My own statement about social marketing is the main content of Part III, based on the own theory and practice of marketing, as well as on the conceptual evolution of social marketing and its wider role, where a downstream approach is combined with an upstream one, addressing the structural and social factors, depending on their political, social and economic decision makers and agents. I know that many of the issues addressed in Part III have already been mentioned by other authors, but my purpose was to create a reasoning line and a comprehensive way for this book’s readers.
Parts I, II and III go hand in hand as a mixed framework for the focus of our study. Part IV, the core of this book, describes and analyses with appropriate detail the data resulting from the study of the British national policy on social marketing according to our explanatory theory.
Finally, Part V assesses the initial hypothesis in the light of the findings of the case study research, formulating a national policy on social marketing framework, addressing their potential and limitations, taking into account the inherent policy transfer problems and implementation, and indicating some possible lines of research for the development of this study.
In the Appendices we gather a few documents related with the British national policy on social marketing. It is important that all the statements, documents and references we present, can enable independent judgments about this study, according to the criteria of validity and replication, as well as support the knowledge and policy transfer to any other implementation process of a national policy on social marketing. May this work be useful for those who want to develop social marketing in their own countries, communities and lives. I wish them well.

C.O.S.

Friday 9 September 2016

Contents of Social Marketing in a Country

Pages
11           List of images, figures, and tables
15           List of abbreviations
23           Foreword
29           Acknowledgements
34  Part I Studying a Public Policy Process
35           1. In a vast and complex area
38           2. Genesis and development of policy processes
42           3. The resurgence of case study research
44           4. Theory’s priority role
45           5. A crucial case
50  Part II Political Grounds for Social Marketing
51           1. Values and social sciences
54           2. Anglo-Saxon political philosophy
56           3. Social engineering, its limits and potentialities
63           4. North American pragmatism and public policy
70           5. Democracy and social marketing
76           6. A political conception of social marketing
78  Part III From Marketing to Social Marketing
79           1. Markets and marketing
87           2. The marketing thought
94           3. Broadening the marketing and its social dimension
101         4.The emergence of social marketing
105         5. Social marketing and other social change approaches
109         6. Criticism and social marketing development
115         7. Repositioning social marketing
118         8. Social marketing management
121         9. Social behaviour change and its theories
123         10. Ethical questions
128  Part IV The British Experience
129         1. A new public health global-sectorial frame of reference
135         2. The public health policy evolution in England
139         3. A national policy on social marketing
141         4. The social marketing reference frame in England
147         5. From normative to instrumental dimensions
150         6. The National Social Marketing Centre
156         7. National social marketing organizations’ comparative analysis
161         8. Standards for social marketing
168         9. The evolution of the British national policy on social marketing
171         10. Evaluation processes
175         11. Renewing a public policy reference frame
181         12. Recent developments
185         13. A big picture
188  Part V Conclusions
189         1. Evaluating a hypothesis
191         2. Framework for a national policy on social marketing
193         3. Potentialities and limitations
194         4. Policy transfer and implementation
195         5. Lessons from the field
199  References
237  Name Index
249  Appendices
253         A. Realising the Potential of Effective Social Marketing
261         B. 3 Years Grant Agreement
273         C. Social Marketing Benchmark Criteria
277         D. Learning Together: From Theory to Practice: Social Marketing Learning Demonstration Sites
287         E. Social Marketing Training for South Central
303         F. Quick Reference Guide: The Procurement of Social Marketing Services
307         G. Social Marketing Functional Map
315         H. Summary of Key Achievements
323         I. PHAST Project Report

335         J. Future of NSMC

Social Marketing in a Country, The British Experience

In 22 September at Aalto University, Espoo, Finland, it will be presented my book «Social Marketing in a Country, The British Experience». Since 2004 the British Government has delivered a wider national policy on social marketing which created a new frame of reference in this field. Using a cognitive approach, this book studies the genesis, evolution, and implementation of that policy process which led to an important development in British public health policy, with  the aim of improving social behaviour change and wellbeing. May it contribute to the conception and development of similar policy solutions in other situations and countries according to appropriate transfer and implementation!
About it: «This research that you are undertaking is extremely important and will help us and others who are interested in how to set up such organizations to develop their plans. We have been happy to collaborate with you on this work and would like to thank you for the opportunity to be involved. I would also like to thank you for the considerate and charming way that you have engaged with us.» Professor Jeff French, Director of the National Social Marketing Centre, 2008